Amazon Gets in the Flow

Amazon made a significant update to its official mobile app that will likely draw addition ire from e-commerce merchants who are already quite concerned with the practice of showrooming.

In its recent release, Amazon's mobile application introduced Flow, an vastly improved image recognition feature which will enable users to take photos, send over to Amazon for analysis and receive information from product details, reviews, and pricing data. Amazon indicates that Flow works best currently with packages groceries, books, DVDs, and video games. The Flow feature is currently available on iOS7 only.

What is perhaps most interesting about the feature is that it can analyze multiple items at a time. Just hold your iPhone up to a row of products and users can put each one in a que which can then be added to an Amazon cart. How convenient.